Learn the user management thinking and content strategy of LINE official accounts from Delexu and Seafood King

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I am very happy to have the opportunity to participate in the “LINE@ Summit” hosted by Tianchang Interactive Creative. The theme of this summit is “Talk” about building a good business.

The theme of the first half of this event focuses on the application sharing of [LINE official account] (https://www.linebiz.com/tw/service/line-account-connect/), including the sharing of the latest LINE@ coupons, interactive lottery, AI intelligent customer service, customer relationship management (CRM) and e-commerce functions. The highlight of the second half is the LINE@ A+ forum, where the host [Liu Cangshuo] (https://www.facebook.com/andyliuonline) and several panelists talk about the key secrets of LINE@ management!

At the beginning of the event, Hong Yiqun, Director of LINE’s Business Development Department, kicked off the event. He brought you the latest LINE operating data. Currently, LINE Taiwan’s monthly active users are as high as 21 million, and the number of multiple registered accounts is not many, only 10%. Director Hong also shared with everyone that consumers most like to receive promotional messages tracking LINE official accounts or LINE@ accounts as soon as possible, but the most annoying thing is to receive push messages from manufacturers all the time.

In addition, Liu Cangshuo also suggested that manufacturers consider providing exclusive discounts when managing users, and consider customizing notifications to target the specific interests of different users.

Several keynote speakers at this summit, such as [Xie Mingyuan] (https://www.facebook.com/xmy1108), [Chen Xianli] (https://www.facebook.com/li0204) and [Chen Qionghua] (https://www.facebook.com/imrobin), are all familiar friends. It feels particularly cordial to hear them speak out today. In addition, I have known each other for many years, like Jackylec’s boss [Guan Dengyuan] (https://www.facebook.com/jackylec) and Seafood King’s boss Ou Tingyou (https://www.facebook.com/timou0718). The LINE@ business strategies of these two companies can be said to be very different. Although the methods are different, they can both bring good results. It’s really amazing!

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Dlsveg has a very clear customer base, mainly vegetarians. Therefore, Delisu’s LINE@ user management process is mainly focused on the three steps of traffic diversion, posting and interaction. Xiaoguan pointed out that they will place advertisements to direct customers to the official website of DeLaisu, but they prefer to direct netizens who are interested in vegetarianism to the main LINE@ brand account of DeLaisu, and then to the branch accounts.

In terms of posts, Delisu will skillfully use soft articles and sales articles for promotion. The frequency of publishing every week is about one soft article and two sales articles. Xiaoguan pointed out that even if not every article has a strong sales intention, as long as it can resonate with netizens, it can still achieve good results.

Liu Cangshuo also added that he encourages everyone to use points collection, questionnaires and lottery draws to activate users, and use keywords to create query content. He also pointed out a key figure, that is, if the lockdown rate can be maintained at around 30%, there is no need to worry too much.

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Next, it was the representative’s turn to take the stage, and the marketing manager Wu Mingshu shared their operational strategies with everyone. Seafood King told everyone that their Facebook fan group has about 150,000 fans, and they have devoted all their efforts to direct fans on Facebook and Instagram to LINE@, so they currently have nearly 50,000 fans. You may not feel much just by looking at the numbers, but when you see the performance figures posted by Manager Wu (the average monthly turnover through LINE@ is NT$1.36 million), it is really impressive!

Unlike Delisu, which is quite restrained in its posts and interaction strategies, Seafood King’s operation routine seems to have inherited the spirit of growth hackers and strives to observe what is popular now. The marketing team knows how to learn and sell now, and uses the strategy of publishing multiple posts every day to interact with its customer base. Whether it’s an interesting psychological test or a popular current topic, as long as netizens are interested, Seafood King will send it to you!

Looking at Seafood King’s LINE@ marketing methods, they first focus on increasing the number of fans, communicating with the customer base through 1 to 3 graphic messages per day, and actively providing customer service, thereby increasing business performance.

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Manager Wu said: “As long as there are people who are in need, no matter how many messages you send, it will still be acceptable!” For Seafood King, traffic diversion is not so important, but first, making customers like their messages. He also suggested that you can do small group testing first, such as using psychological tests to drive interested netizens to participate in interaction.

The owner of Seafood King [Ou Tingyou] (https://www.facebook.com/timou0718) also added some of his thoughts on food community management. With his permission, I excerpt the following to share with you:

The gross profit margin of fresh food ingredients is not high. Offline, the high profit is attributed to the heavy distribution costs, while the high online profit is due to the high proportion of logistics costs. Most of us importing fresh food (including seafood, meat, and fruits) first distinguish a less comparable market. The highest gross profit in food, apart from wine and water, is semi-finished food, which can quickly scale up and improve product cost-effectiveness, but it is worth noting that most of these go against the healthy eating habits of Taiwanese consumers.

In the beginning, Seafood King used the warmth of the customer service editor as a community feature. However, in the online shopping market, fresh food buyers account for a very small proportion. This very small segment that can be divided cannot support the operating costs of a single community of Seafood King. Therefore, since there is no way to enjoy the initial dividends of Facebook like our peers, we will use the newly developed LINE@ to split into four communities and maintain the distinctive main axes of each community’s operations.

Some people think that we are growing wildly. My idea is that we must first forcefully capture a market and then optimize it. A community with 10,000 fans with a 90% retention rate but all are geckos, and another with 500 fans with a 50% retention rate and a 5% daily purchase rate. I chose the latter to screen out a few in the online shopping market with a repeat purchase rate. To paraphrase what a colleague said, “I don’t need her (fans) to like me, but I want her to pay for me.”

The above are some of our tips on community management and development. After listening to the sharing of two very representative local cases, Delisu and Seafood King, it can be said that I have benefited a lot. As far as what I’m good at content marketing looks like, the content strategies that these two companies focus on happen to be on both sides of the content spectrum. Because Delisu has a clear customer base, its marketing feels like selling healthy eating lifestyle suggestions to customers, so they use rational and emotional language to appeal. Be sure to do your homework before posting, and try to expand the brand’s main account to benefit the branch accounts.

Looking back at Seafood King, it feels like it adopts a brutal growth strategy. It looks bold, but in fact the operation behind it is very delicate. They are not afraid of making mistakes, nor are they afraid of following the trend or being blocked by customers; in short, Seafood King just does it first, then talks about it, and then reviews the data and gradually corrects it.

Xiaoguan once pointed out that to learn LINE@’s marketing operations, you must first establish several concepts:

*Content planning concepts.

• How to import members (you can use Facebook fan pages and all publicity materials that can be exposed in physical stores).
• Event planning and operation methods for loading and unloading (luck draws, point collection, gifting of redemption coupons, etc.).
• Keyword setting concepts and methods (how to use keywords to generate interaction or provide customer service).

LINE@Marketing is indeed a great digital marketing tool, but it can also be said to be easy to learn but difficult to master. After attending today’s summit, I learned a lot of key points from the wonderful sharings of several keynote speakers. What Delexu and Seafood King taught me is that cultivating loyal fans is really important, and the key to success is listening to the voices of the customers. You know, their successful experience may not be completely replicated, but it is definitely worth our reference.

Thanks to [Tien Chang Interactive Creative] (https://www.tien-chang.com/) for organizing this very meaningful event, which also made me want to do more in-depth operations and learning.

★ Featured image source: LINE@ Summit, Vista shooting

★ Want to build your personal brand? Come and sign up for the “Personal Brand Management Practice” online course.

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Further reading

• “Amazon 2022: Bezos’ Strategic Blueprint for Conquering the World” Recommended Preface: Completely Deconstructing Amazon’s Business Model and Strategy
• [“2018 LINE@ Summit” participation experience: A brief discussion on the user management thinking and content strategy of Delexu and Seafood King] (/blog/2018-line-summit-participation-experience-a)
• I watched “E-commerce Zero to One: From 0 to 1”: Starting from scratch, using the Hack spirit

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